Compromise effect and delay option – under the influence of justification and accountability – in consumer behaviors across cultures: A comparison between Italian and Vietnamese university students

Despite recent claims of reversed globalization, international flows of trade, information, people, and capital all rose significantly in 2017 and the world has become more globalized than ever, according to the DHL Global Connectedness Index 2018. In this increasingly interconnected world, gaining a better understanding of cultural diversities in consumer behaviors is crucial for multinational firms in developing their sales and marketing strategies. This paper, therefore, aims at providing a better perspective on compromise effect and delay option, under the influence of accountability and justification, in consumer behaviors across cultures by involving in the research two less familiar cultures: Italian and Vietnamese. The thesis implemented both qualitative and quantitative research through the means of online questionnaires. Participants of the research were university students and could be divided into three main categories: Vietnamese students studying in Vietnam, Italian students studying in Italy, and Vietnamese students studying in Italy.